Company: Brand Head, Beijing, China
Company Description: With an average of more than 10 years of relevant experience in the international team, more than 50% of the creative staff ensure that all projects are creative and forward-looking and international It has 8 offices in different professional fields to assist operation and support, forming a three-dimensional business network
Nomination Category: Event Categories
Nomination Sub Category: Art, Entertainment & Public - Celebration Event
 Nomination Title: igc, Guangzhou, China: igc x Grace Ciao: La Vie en Rose in Guangzhou
- Which will you submit for this nomination, a video of up to five (5) minutes in length or a written essay of up to 525 words? Choose one:
Essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing a written essay for this nomination, submit in this space an essay of up to 525 words describing the event: its genesis, goals, development, and results:
Total 525 words used.
To celebrate the holiday season in a romantic, immersive, and unique way, igc collaborated with internationally renowned graphic artist Grace Ciao – famous for her fashion sketches with real flowers – and launched ‘La Vie En Rose’, the first interactive fashion art event of its kind in south China, from Nov 10, 2021 to Jan 3, 2022. Grace Ciao is a Singapore-based artist and contributor to some of the most inspiring collaborative projects in the fashion & luxury sector, partnering with top tier brands like CHANEL and Dior. As her first brand partner for such collaborations in south China, igc successfully accelerated brand awareness and enhanced brand image as a leading fashion & luxury destination. Still battling the pandemic, igc innovatively integrated in-store event with digital technology, enabling artist to join the celebration ‘live’ and virtually engage with shoppers on site. Influencers and igc members were invited to participate and create artworks at Grace Ciao’s live masterclass, allowing more people to celebrate the holidays with a world-famous artist, effectively bringing creativity and art into everyday life. Participation required redeeming members’ points, encouraging more visitors to join the mall’s loyalty program. Grace Ciao was commissioned to create six exclusive artworks, ‘Bloom Belles’, enhancing igc’s positioning as a fashionable landmark and reflecting the brand’s continuous efforts in promoting sustainability by showcasing the beauty of nature. The centerpiece was a 4-meter-high statue dressed in nearly 1,000 red roses, with the gown doubling as a photo booth to encourage social sharing and convert in-store traffic to online WoM.
A giant carousel stage, decorated with oversized roses, diamond ring, champagne, and accessories, encouraged visitors to appreciate romance and positive energy. It also highlighted the importance of olfactory pleasure with floral fragrance, creating a multi-sensory experience. Another highlight was a 4-meter perfume wall of flowers as a backdrop for selfies and an immersive installation for shoppers to walk in and experience the illusion of stepping inside a fancy perfume bottle.
More ways of engaging in the event included: a ‘Bloom Belles’ makeover selfie mirror enabled visitors to be dressed in flowers, thanks to AR technology, several other installations each focusing on a distinctive way of interactions further enhanced this immersive experience. As a result, igc saw significant growth in all aspects, despite being hugely affected by the pandemic, and contributed to post-Covid recovery both in economic and emotional perspectives:
- In-store traffic: + 30% YoY
- Car traffic: increased by 20% YoY – as a shopping center located outside of Guangzhou’s 4 major commercial districts, this showed that the campaign successfully helped igc attract customers from outside its immediate target regions
- Total sales: up by 40% YOY; event sales from related BUs increased by 80% for F&B and fashion, by 150% for entertainment
- Event engagements: 80K
- Total media impressions: 100 million+ from over 40 media outlets, converting to 15,292 owned media fan base growth, 1.8 million social media exposure
- Members’ spendings: +28% YoY to USD7.7 million, with a 24% YoY growth in frequency; over 40,000 members redeemed points to join the event with 3.8 million points redeemed members’ exclusive privileges effectively supported the growth of customer loyalty.
- Optionally, you may list creative and production credits for your event - a list of the people and organizations that contributed to its development:
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